Your conversion rate is an often overlooked factor in your sales funnel. Your customers are visiting your website but aren’t buying. In the worst case scenarios, they have items in their shopping cart but abandon it.
Let Them Be Sure of What They Are Getting
One simple way to avoid shopping cart abandonment is to put images and direct descriptions of the products (beyond part numbers and serial numbers) on the shopping cart page. Then the customer knows exactly what they’ve selected for ordering.
Eliminate Surprises at Checkout
A significant fraction of shopping cart abandonments occur because someone sees a final price tag much higher than they were expecting. You can reduce this rate by putting shipping and handling fees up front in clear language and bold text at the start of the checkout process.
Let people know if the price they see is only available for a limited time to increase conversions, as well as avoid confusion if they see a higher price next week. Another solution to this is making shipping cost calculators available before someone starts filling the shopping cart so they can see what it would cost to send a standard order to their home address.
Let them see how much expedited shipping costs. And give them an expected delivery date based on the shipping selections before they place the order to eliminate surprises or dissatisfaction when the item arrives one to two weeks later. You can use time sensitive shipping discounts, though, to increase conversion rates.
If your company uses coupon codes or discount codes, make it very clear where those get entered during the checkout process. And if clicking on a link in an email results in application of those discounts, make that evident on the shopping cart screen.
Give Them Their Preferred Payment Method
Around a quarter of shopping carts are abandoned because the customer could not find their preferred payment option. Sometimes this occurs because their preferred payment option is available but isn’t obvious – that can be corrected with bolder, stronger icons to find those payment options.
Other sites don’t offer the customer’s preferred payment option. Offer payment options like PayPal in addition to debit and credit card information. Remember that not all users have PayPal accounts, PayPal may block accounts and its international fees are high, so offer at least one other payment method like Stripe, Amazon Payments or Google Wallet.
Another benefit of giving customers multiple payment options is that it gives you a way to recapture the 10% of customers whose main payment method was declined. Others may choose a different payment method out of security concerns, so always give customers a choice. Two different payment options are a minimum, but rarely do you need more than four or five.
Regardless of the payment methods you select, always prominently display security logos that show it is safe for customers to enter their payment information on your site. You may want to do A/B testing as to the placement and style of these logos to see what eases the fears that cause around 20% of customers to abandon a shopping cart.
Avoid Too Much Data Entry
Every delay in processing the transaction increases the odds of shopping cart abandonment. Little changes like removing the drop down for titles can reduce shopping cart abandonments. Website navigation that is too complicated like multi-screen checkouts generally hurt you, while taking too long costs you time the same way every second your page takes to load costs you 10% of your potential website visitors.
Every piece of data you demand of the customer increases their hesitance to work with you. Don’t demand a phone number unless it is actually necessary. You should, however, implement a remember me option to save someone’s cart items and order information for later to increase the odds they come back and reduce the amount of data entry later if they become a repeat customer.
If you have to use a multi-page checkout, give customers a progress bar so they know where they are in the process. Don’t use the checkout process to force customers to sign up for an account.
Offer assistance to those having problems with the checkout process, whether they want to know if you deliver to their region or their payment method is incorrectly being declined. If they have hesitation, they are more likely to abandon the order. If they are having problems, it is cheaper and easier to deal with it before they complete the order and then have to call customer service for a correction.
It doesn’t have to be a toll free phone number; a chat box with a professional or well developed chatbot could be enough.
Use The Perfect Call to Action Button
The perfect call to action button stands out on the page, impossible to miss. It is usually located on the first page of the landing page whether they are on a mobile device or PC so that there is no chance someone will miss it because they didn’t scroll down.
The perfect call to action button clearly and concisely communicates what happens when you click it, whether you are signing up for an email newsletter, downloading an app or whitepaper, ordering a free sample or signing up for a free trial.
If you want to improve your conversion rates, make sure that your customers know what they are buying. Don’t let them be surprised by the product’s cost, shipping costs or other fees at checkout, since this drives many customers away.